Exent's Tech Places Ads in Old, Pirated Games

I'm not sure how exactly this works, but there's a new player on the in-game advertising field - Exent Technologies - that claims its technology can put ads in the games that are already on the market through either legitimate or pirate channels. Some bits from the press release:

The solution allows for the enablement of in-game ads without the need to access the video game's source code or any SDK integration.

Exent provides, through its patent-pending technology, the only solution that allows publishers to easily add in-game advertising capabilities at any stage of the product life cycle - during development, post-production and even after the games have been deployed and installed on users' machines.

Apply in-game advertising for games that were never equipped to have it enabled, even for games already purchased and used by consumers.

Identify pirated copies and create campaigns to salvage revenues from them, no matter how old the title is and when it is cracked.